CASE STUDY · MAZE

Shopify Plus · B2B

A Shopify Plus B2B portal for a leading Quebec LED lighting company.

Migration from the legacy Laravel site to Shopify Plus, a complete UX/UI redesign and a portal built around the realities of professional buyers.

CLIENTSpeclite Technologies

INDUSTRYCommercial, architectural and agricultural LED lighting

PLATFORMShopify Plus B2B, migrated from Laravel

SERVICESAudit, UX/UI design, web development, e-commerce and marketing strategy

Collage of the Speclite Shopify Plus storefront, product pages and team

01 / Context

Speclite is a leader in the design and distribution of certified LED fixtures. Recognized for the quality and performance of its products, the company supports architects, designers and contractors with reliable lighting solutions tailored to professional projects.

Mandate

Speclite asked Maze to audit its legacy Laravel site and define the right path to Shopify Plus. On that foundation, Maze designed and built a B2B store shaped around how professionals actually buy: by account, by specification and by SKU. The mandate was as strategic as it was technical: migrate without disruption, and raise the bar of the online experience.

Objective

Give corporate customers a fast, self-serve way to order and restock, with a modern brand experience and a platform built to scale with Speclite’s growth.

MARKETING STRATEGY STRATEGIC AUDIT EMAIL MARKETING UX/UI DESIGN ECOMMERCE STRATEGY WEB DEVELOPMENT

02 / The challenge

Selling technical lighting online, to professionals, without losing the human touch.

Speclite’s buyers are electricians, contractors, architects and designers. They buy by specification, by account and often by the box or the pallet. Moving that relationship online meant rebuilding the trust a sales rep provides, at every step of the journey.

B2B, not B2C

Pricing, terms and access depend on each corporate account. The store had to behave like a sales rep, not a public shop.

A highly technical product

Each fixture comes in combinations of wattage, CCT, voltage and options. Buyers decide on specs: missing data means a phone call, or a lost order.

Oversized, heavy shipments

4 ft and 8 ft fixtures ship by the box or the pallet. Shipping costs discovered late were a key cause of checkout abandonment.

A large, deep catalog

Over 170 products across dozens of categories, plus clearance, new and refurbished stock to make visible.

Repeat buyers in a hurry

Contractors reorder the same SKUs project after project, and expect it to take minutes, not a call.

A migration without disruption

Moving from a legacy Laravel site to Shopify Plus while keeping the business running and the catalog intact.

REASSURE AT EVERY STEP

Every doubt a B2B buyer has, answered by the site.

01 DISCOVER

Can I trust this supplier?

Certified products
2,500+ successful projects
Real project showcase

02 EVALUATE

Will it meet my project specs?

Full technical specifications
Photometric diagrams
Downloadable technical sheet

03 PRICE

What will it really cost me?

Account pricing and credit limit
Welcome discount on 1st order
Free shipping from $250

04 ORDER

Will shipping surprise me?

Oversize item alert
Zone-based minimums
Free shipping progress bar

05 RECEIVE

When will I get it?

Live stock on every row
Warehouse pickup in 2 to 4 days
Clear delivery and return policy

06 REORDER

Can I reorder in minutes?

Quick Order Form by SKU
Cart synced automatically
Account-specific terms

03 / Art direction

Color palette

Branding v2 turns light into a visual language: Volt and Circuit lead, while Plasma, Ion and Ampère add glow and contrast.

Volt #002BFF Plasma #00D9FF Lumi #FFFFFF Ion #8579FF Circuit #000342 Ampère #F5E5E6

Typography · Space Grotesk & Figtree

Typography

Services

SubtitleSpace Grotesk Medium

Benefit from our
expert advice

Title
Space Grotesk Bold

To make sure the planned work is compliant,
we offer a pull-out test that verifies
the strength of the back wall.

Body textFigtree Regular

TAKE ADVANTAGE NOW

CALL TO ACTION
SPACE GROTESK MEDIUM

04 / Solution

Solution

Maze designed and built a Shopify Plus B2B store that works like a dedicated sales rep. It rests on five pillars, detailed in the following sections: account-based pricing with a custom credit limit, a Quick Order Form to order by SKU, guided search, spec-rich product pages, and a guided path from visitor to corporate customer.

Laptop showing the Speclite account page

05 / B2B experience

Features designed for the professional buyer.

Every detail of the journey answers a B2B reality: account-specific pricing, complete specs and shipping costs shown before the cart.

Account-based pricing and terms

Accounts, pricing and terms managed specifically for each corporate customer.

Dynamic spec table

Dimensions, packaging and technical specs, right on the product page.

Product status badges

Clearance, final sale or refurbished: visible from the collection page and the quick order form.

Oversized item alert

Shipping costs are disclosed before adding to cart, not at checkout.

Dynamic free shipping

A progress bar whose threshold adjusts automatically to the cart contents.

Shipping zones and minimums

Dynamic order minimums for 4 ft and 8 ft products, based on the shipping zone.

06 / Custom credit limit

KEY B2B FEATURE

Buy on account, with the remaining credit always in view.

Each company is approved for a credit limit. Buyers see what is left before they check out, and Speclite keeps every order inside the policy a sales rep used to enforce by hand.

For the buyerOrder at project scale without paying upfront, and see the remaining credit right in the cart, before checking out.
For SpecliteEach company is approved and capped by the team, so online sales never outrun the credit policy.
For the relationshipThe trade terms a sales rep used to manage are now applied automatically, on every order.

Real capture · logged-in corporate account

Cart showing remaining credit and free shipping

Cart line items with live stock and checkout

1Credit remaining, always visible in the cart, before checkout
2Free shipping status for the delivery province
3Live stock and editable quantities on every line
4Delivery location can be changed in one click
5Straight to checkout, to pay on account

HOW IT WORKS

From approval to reorder, the credit limit is checked at every step.

SETUPSpeclite team

ORDERQuick Order Form

CHECKOUTCredit check

FOLLOW-UPCustomer account

Account approved

The team opens the company account.

Credit limit set

A cap is assigned to the company.

Quick Order Form

The buyer enters SKUs and quantities.

Cart synced

The cart fills itself in the background.

Remaining credit shown

Visible in the cart, before checkout.

Within the limit?

Pay on account

Checkout uses the company terms.

✓

Order confirmed

The order is placed on account.

No: back to the table to adjust quantities

Balance updated

Remaining credit refreshes.

Invoice issued

The company is billed on terms.

NEXT ORDERBack to the Quick Order Form, with the updated credit

Main path
Over the limit
Reorder loop

Laptop showing the Speclite Quick Order Form

07 / Quick Order Form

Quick Order Form: from SKU to checkout, without visiting a single product page.

Built for buyers who already know what they need. The whole catalog fits in one table: they filter, enter quantities, and the cart fills itself in the background.

Classic journey

One product at a time

Search Product page Add to cart ↻ × every product Cart Checkout

3 stepsper product

Quick Order Form

The whole order at once

Quick Order Form Quantities in a single table Synced cart Pay on account

1 screenfor the entire order

ACCESSPrices reserved for accounts

SELECTIONA single table

CHECKOUTCredit checked

Once logged in, back to the table

Yes

Express order

Button in the header, on every page of the site.

Logged in?

Log in or sign up

Prices show once logged in, or open a corporate account.

Filter

By type: Speclite, Clearance, New, Refurbished. Then by category.

Search

By product name or directly by SKU, without leaving the table.

Enter quantities

Inventory and account pricing on every row, instant subtotal.

In the background: the cart updates with every quantity entered, and the estimated total stays visible.

View cart

A quick review of the full order.

Checkout

Taxes and shipping calculated, oversized item fees included.

✓

Order confirmed

A complete order placed from a single screen.

SKUQty

LF04FWFC0400DSS12

PB22FWFC0400DHL8

T843G13FC022FDZ40

Main path
Login branch
Automatic action

08 / Guided search

Search that thinks like a buyer: by category, by keyword or by SKU.

The search bar sits at the heart of the header, right next to the Quick Order Form button. Professionals scope it to a product family, see live product previews as they type, and land on a filterable results page.

Scoped to nearly 60 categories

Search by name or SKU

Instant product previews

Smart suggestions

Filters and sorting

Grid or list view

speclite.ca/en · search: “highbay”

Search scoped to a product family, with live previews and suggestions

1Category scope

Narrow the search to one of nearly 60 product families.

2Keyword or SKU

One field for product names, series or exact SKUs.

3Quick Order Form, one click away

Buyers who already know their SKUs skip search entirely.

4Live product previews

Results appear as you type, with family and series.

5Status badges

New, clearance and refurbished items stand out instantly.

6Suggestions

Query completions guide buyers to the right term.

Search by SKU

Typing “LF04” returns the fixture and its compatible row mounting kit, then one click opens every result.

speclite.ca/en · search: “LF04”

A results page built to compare

21 results for “highbay”, filterable by category and dimensions, sortable, in grid or list view.

speclite.ca/en/search?q=highbay

Subway tunnel lit by Speclite highbays, with the product page on a phone

09 / Product page

A product page that answers every B2B question before it’s asked.

Specs, compliance, logistics and accessories live on one page, so a contractor can validate a fixture, plan the delivery and complete the order without picking up the phone.

Information Technical Reassurance Logistics Conversion Cross-sell Upsell

speclite.ca/en/products/linear-fixture-4ft

01 · DECIDE

Everything needed to decide, above the fold.

1
Media galleryProduct photos, dimension drawings, photometric diagrams and a 3D packaging view.
2
Complete technical nameWattage, voltage, CCT and finish in the title, with range, type and SKU right below.
3
Account pricing“Log in to see prices” for customers, and a direct link to open a corporate account.
4
Oversize alertShipping impact and minimum order disclosed before the cart, not at checkout.
5
Warehouse pickupPickup at Speclite A/S TSPM, usually ready in 2 to 4 days.
6
Description and technical sheetPlain-language benefits, plus a downloadable technical sheet for project files.

speclite.ca/en/products/linear-fixture-4ft

SKU nomenclature, photometric and electrical specifications

Certifications and mechanical specifications

02 · VALIDATE

Technical depth for specifiers and contractors.

7
SKU nomenclatureThe SKU decoded segment by segment: series, size, lens, colour, voltage, CCT, power and options.
8
Photometric specificationsCCT, beam angle, CRI, efficacy, DLC lumens, L70 lifetime, dimming and sensor compatibility.
9
Electrical specificationsVoltage, real power, power factor, THD and surge protection levels.
10
CertificationscUL, IP44, IK06 and DLC Premium, ready for compliance checks.
11
Mechanical dataHousing and lens materials, installation modes and operating temperatures.
12
Dimension drawingA dimensioned drawing to validate fit before ordering.
13
Packaging and pallet dataUnit and master box sizes, weight, master and pallet quantities to plan logistics.

speclite.ca/en/products/linear-fixture-4ft

LED drivers, quick-add table and related products

03 · COMPLETE

Grow the order and remove the last doubts.

14
LED drivers and accessoriesCompatible drivers and optional accessories, grouped in tabs right under the product.
15
Quick-add tableQuantity, live stock and account price on every row, without leaving the page.
16
You may also likeA carousel of related fixtures to compare options or complete a project.
17
Related servicesPhotometric analysis, ROI analysis, warranty requests and grant applications.

10 / From visitor to customer

Hidden pricing becomes a gateway to the corporate account.

Prices are reserved for professionals. Every time a visitor hits that barrier, the site invites them to open an account, then welcomes them with a discount on their first order.

3entry points to an account

6fields to fill in, in a few minutes

24 to 48 hfor validation by the team

40%maximum discount on the first order

DISCOVERYThe visitor sees hidden pricing

DECISIONCustomer or new account

VALIDATIONSpeclite team

FIRST ORDERPrices and discount unlocked

Yes

Product page

“Log in to see prices” and a link to the corporate account.

Express order

The price column shows “Sign in” on every row.

Main menu

“Open an account” link in the main navigation.

–

Log in

Existing
customer?

Benefits page

Wholesale pricing, UL, DLC and CE certified products, dedicated support.

Form

Company, business type, first name, last name, email and phone.

Human step

Account activated

Wholesale pricing and preferred terms tied to the organization.

Review

The Speclite team reviews the request and contacts the customer within 24 to 48 h.

Prices visible

Account pricing shows on product pages and in Express order.

Welcome discount

$80 to $400 off the first order, depending on the amount.

✓

First order

Through a product page or Express order.

NEXT Restocking through the Quick Order Form

New account
Existing customer
Next in the journey

Blue architectural ceiling lit in linear bands

11 / FAQ & GEO

An FAQ written for buyers, and for the AI engines that answer them.

Professionals increasingly ask AI assistants before they visit a site. Clear, factual answers in the buyer’s own words make Speclite the source those assistants can quote.

speclite.ca/en/pages/faq

6themes

24questions

Order information7

Products and services6

Guarantees and certifications5

Photometry and ROI analysis3

Customer support and availability2

Grants and aid1

BUILT FOR GENERATIVE ENGINES

What makes this FAQ citable by AI assistants.

1
Questions in the buyer’s own wordsEach entry mirrors a real prompt, like “Are your products certified for Canada?” or “Can I get an estimate of delivery costs?”
2
Direct, factual answersConcrete data an engine can quote as is: orders before 11 a.m. processed the same day, 1 to 3 business days in Quebec.
3
Organized by intentSix themes follow the buying journey, from ordering and delivery to warranties, photometry and grants.

AI ASSISTANT · ILLUSTRATIVE EXAMPLE

How fast does Speclite deliver to Ontario?

Speclite processes orders received before 11 a.m. the same business day. Delivery to New Brunswick and Ontario typically takes 3 to 5 business days, and 1 to 3 days within Quebec.

Source: speclite.ca · FAQ

FAQPage structured data Q&A blocks on product pages Custom llms.txt for AI agents

Agricultural lighting
Commercial lighting
Architectural lighting
Outdoor lighting
Residential lighting
Indoor lighting

Stairwell product photography beside a customer quote

What our partners say

“We are extremely satisfied with the exceptional service provided by Speclite Technologies. As a Quebec manufacturer and distributor of LED lighting solutions, they have proven to be the ideal partner for our corporate office.”

Simon Lemire

What our partners say

“We are extremely satisfied with the exceptional service provided by Speclite Technologies.”

What our partners say

“We are extremely satisfied with the exceptional service provided by Speclite Technologies. As a Quebec manufacturer and distributor of LED lighting solutions, they have proven to be the ideal partner for our corporate office.”

Simon Lemire